COPYWRITING METHODS FOR WRITING YOUR WEB CONTENT

Copywriting refers to writing powerful and convincing messages to promote your brand. Practices and methods are to be followed to optimize your content. Find in this article many detailed methods. It’s up to you to choose the one that matches your brand image and target!

ALL ABOUT COPYWRITING

COPYWRITING, WHAT IS IT?

Copywriting is a writing technique used to inform, inspire, or persuade your target to take action. It is mostly used to increase sales and conversion rates. 

The goal is to arouse strong emotion in your target to push them to take action and convert them into customers. Copywriting aims to sell by telling the target what it wants to hear.

HOW TO USE IT?

Copywriting aims to write texts to create an emotional connection with its target. The different methods can apply to: 

• Newsletters
• Blog posts
• Your site page
• Videos
• Podcasts
• Landing Page
• Social Media Posts

ITS ADVANTAGES AND INTERESTS

This practice offers many advantages, especially in return on investment and multiplying the impact of the communication. 

Copywriting gives the opportunity to: 

Best meet the needs of your target with a good knowledge of their expectations. You will be able to offer perfectly adapted content to convert. 

Amplify the commitment of your target and create a real brand identity. By meeting their expectations and needs, this writing technique focuses on the emotions of your target to encourage them to take action. 

Generate more sales with text with catchy and stimulating text for your target. This is the primary objective of copywriting. By combining it with the two advantages mentioned above, the content will convince without resorting to a more classic promotional discourse. 

Differentiate yourself from your competitors with a style specific to your company. This will allow your target to recognize you easily and to be picked up by the speech.

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THE GOALS OF COPYWRITING

Unlike SEO or traditional web copywriting, copywriting has a marketing dimension. It makes it easier for readers to take action on a website with qualitative content. In this way, the copywriter chooses the right words with a single objective: to talk about your brand and encourage action.

OUR TIPS FOR WRITING IMPACTFUL CONTENT

Copywriting is the association between editorial qualities and knowledge of human psychology. You need to have the right knowledge to write eye-catching content for your target audience. Create a persona that will help you know how to speak to your target.  

Structure your pitch: what is the purpose of your content? How do you encourage people to take action? 

Take care of the writing of the chapo: bring additional elements to make you want to read more. Be convincing to encourage your target to read another article or take action. 

Use the right vocabulary: while remaining easy to understand by your target. Remember to mention figures and reliable sources. 

Give rhythm to your content: with short sentences and long sentences. Write your paragraphs in such a way that they develop only one element or one objective. 

Highlight benefits instead of features; they are more interesting and concrete for your target. They make it possible to project the reader into the use of your service or your product. Rely on opinions, testimonials, or storytelling. 

Write an engaging CTA to encourage your target to take action. 

Add visuals such as videos, infographics, or illustrations to make reading easier and more enjoyable. 

THE DIFFERENT METHODS OF COPYWRITING

THE 4 CS METHOD

The 4C writing method is based on four pillars: clarity, conciseness, credibility, and convincing.

Clarity

• Do not use acronyms or jargon
• Write transitions in paragraphs so as not to lose readers (“elsewhere,” “moreover,” “first, second, third,”…)
• Illustrate with examples
• Be specific with numbers. For example

Concise

• You must focus on what your readers need to know, not what’s good.
• Write short paragraphs
• Favor graphs or tables over long texts
• Delete unnecessary words

Credible

• Control all data and figures
• Check your quotes to make sure they are accurate
• Be careful not to leave any spelling or conjugation mistakes

Convincing

Take a stand. The terms “generally” and “tend to” may be appropriate, unlike terms like “apparently” or “probably.”

Adapt your article to your reader; there is a huge difference between writing for a professional and a student.

Do not write.

THE DAD METHOD

New PAPA copywriting method in 4 steps: 

Problem: start by reminding your reader of the problem, and you will pique their Interest. 

Advantage: describe all the benefits that your target could have if they did not encounter this problem. The goal is to make him dream.

Proof: prove that you can easily solve their problem and that you are the solution they should turn to. 

Action: remember to end with a call to action (a CTA).

THE PAS METHOD

Good copywriting aims to arouse a reaction, an emotion in your target. The PAS (Pain, Agitate, Solve) method is about making the reader feel like you’re listening and understanding their thoughts. 

Arouse an emotion 

The PAS method consists of talking about the problem with emotions. Identify the “pain point” and make it more painful and emotional. Remember to show the reader that a way out exists. 

Present a solution

After tapping on the problem, it is time to present your solution, which will answer all the problems. The goal of PAS is to make your readers think, “This is exactly how I feel, and I’m sick of it.” Your text will then be the solution for your readers, guaranteeing understanding.

The importance of results 

So that your PAS method turns into PASO by bringing a result to your reader: by highlighting their problem, offering them a way out, or providing proof. 

 

Take your reader with you through the steps after purchase. Thanks to this, your readers will see evidence that your solution is beneficial in solving their problems.

THE 4P METHOD

This method is very similar to PAPA, as seen above. It is also very well known in marketing because the 4Ps constitute the marketing mix. 

Problem: Get your reader’s attention by telling them about their problem. 

Promise: detail your offer and your promises to your target, that is, a world where you eradicate its problem. 

Proof: show proof that everything works. 

Proposal: detail your final solution and add a call to action.

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THE “BEFORE-AFTER” METHOD

Many writers use the “before/after” method, starting on a positive rather than a negative note, like with the NOT method. 

To use the “before/after” properly, you must know the needs and expectations of your target and mention them in the first line. Use examples to illustrate how other customers have benefited from your solution and how the reader can too. 

The “before/after” works because it establishes a connection between the company and the reader. This serves as a hook for the rest of the text by presenting your solution, which allows you to go from point A to point B.

THE FAB METHOD

The FAB method is very suitable for quick presentations. And consists of three axes: 

Features: presentation of the characteristics of your service or product

Advantages: description of these advantages 

Benefits: what your target can get out of it

THE AIDA METHOD

The AIDA method is often used in copywriting based on four criteria.

A for Warning

The first step comes down to getting attention for your business. Thanks to personas, you must define the interests and problems encountered by your target. With this information, you can write content that meets their needs and expectations while getting your marketing message across.

I for Interest

Once the attention has been captured, it is necessary to retain this attention so that your target continues to be interested in your company and your marketing message. Tell them your product or service can help them solve their problem. 

You must keep their Interest by offering new relevant information they will not find elsewhere. This can be done through storytelling.

D for Desire

This step is where you show your target that your business can solve their problems. This is where you must describe the qualities of your service or product and the associated benefits. You must show how the benefits allow you to meet the needs of your target. 

For example, before/after images are commonplace. This helps your target perceive how your product/service can improve their lives. With this step well done, your target will be ready to buy.

A for Action

The last step is to encourage your prospects to take action. For example, you can create a sense of urgency by making the offer available for a limited time or offering special promotions. 

To get your target to take action, make it easy for them by including a phone number or CTA button. You must make the actions as simple as possible.